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McDonald's has been named the favourite fast-food brand in the Region of Murcia, while Mercadona is the supermarket people prefer for the weekly shop, according to the Top Brands 2026-2027 report from Accumin Intelligence, the data division of the real estate advisory, software and intelligence group Accumin.

 

The study measures the emotional connection people feel with a brand, and it shows strong loyalties in some sectors while others are decided by a whisker.

 

Fashion produces the tightest race of all, with Levi's chosen by 23.5% of shoppers and Zara just behind on 23%, while Ralph Lauren trails in third place on 10.4%. Sportswear is almost as close, as Nike (30.2%) edges out Adidas (28.2%) by only two points and North Face takes third with 10.6%.

 

Supermarkets are a different story, with Mercadona holding a commanding lead on 45.2% ahead of Lidl (25.2%) and Carrefour (14.8%). Ikea is the top choice for furniture and home decor, picked by 36.6% of people, followed by El Corte Inglés (23.2%) and Amazon (16.1%).

 

McDonald's wins the burger battle on 21.7% with Burger King close behind on 19.4%, and tapas fans have something to cheer about too as 100 Montaditos takes 18.2%. A local favourite dominates the beer market, as Estrella de Levante is the choice of 51% of people, well ahead of Estrella Galicia (25.4%) and Mahou (7.5%).

 

For breakfast and snacks, Donuts are the clear favourite among sweet treats with 33.2%, while Oreo (15.2%) and Pink Panther (15%) fight for second place. Central Lechera Asturiana is the milk of choice on 37%, with Mercadona's own Hacendado in second on 23.9% and Pascual third on 16.2%. Nescafé is the preferred coffee, with Marcilla (20.9%) and Nespresso (17.3%) not far behind.

 

Technology is another close contest, with Samsung (26.8%) narrowly beating Apple (24.4%) and Xiaomi a notable third on 19.9%. Movistar is the leading phone provider on 29.2%, ten points ahead of Digi (19.5%), with Vodafone third on 13%, and Mapfre tops the list for health insurance with 23.7% followed by Sanitas (17%) and AXA (12.9%).

 

According to Accumin, the picture changes every year, and the brand people most want isn't always the one with the biggest sales, market share or number of shops.

 

Image: Valerie Everett via Wikimedia Commons